Anta (China) Co., Ltd. is a Sino-foreign joint venture and the largest comprehensive sporting goods enterprise in China, which is composed of Anta (Fujian) Footwear Co., Ltd., Beijing Anta Oriental Sporting Goods Co., Ltd., Anta (Hongkong) International Investment Company and Anta Footwear General Factory.
brand history:
Anta was founded in 1991
In 1991, the logo of Anta was hung at the gate of a shoe-making workshop in Jinjiang, Fujian Province for the first time. After more than 2 years of development, Anta Sporting Goods Co., Ltd. has now become the largest comprehensive sporting goods brand company in China.
In 25, Anta spent nearly 1 million yuan to establish the first high-tech sports science laboratory in China, which is the latest batch of national enterprise technology centers approved by the National Development and Reform Commission, the first and only national enterprise technology center in China sporting goods industry, and the only national enterprise technology center approved by the state so far.
since the establishment of the sports science laboratory, Anta has successively introduced dual shock absorption technology, moisture absorption and perspiration technology in the clothing field and "three-proof" function. The new shock absorption technology includes lasting shock absorption insole, elastic "jelly" technology, elastic arch structure, ultra-light EVA material, soft EVA material and many other professional technologies, which has promoted the all-round "technical upgrade" of Anta brand.
In view of the competitive situation in the domestic children's wear and shoes market, Anta launched its affiliated brand ANTA KIDS in 28. As an extension of Anta brand, ANTA KIDS will enhance the competitive advantage of parent brand as a whole, expand sales and tap new user groups with the help of parent brand's market influence. At the same time, relying on Anta's years of brand marketing experience, we will develop the children's shoes market in China and make every effort to build a well-known brand and leader in the children's shoes market in China.
as early as 29, Anta acquired the trademark rights and operation business of —FILA, an internationally renowned fashion sports brand, in China, and positioned itself in the high-end market, gradually occupying the channels of major high-end department stores in China, which was the first step for Anta to practice the multi-brand operation strategy and build a multi-brand operation group. After five years' development, FILA has become a new profit growth point of Anta Group, and forms differences and complementarities with Anta brand.
in p>212, the performance of Anta reached RMB 7.62 billion, compared with RMB 6.74 billion. In terms of absolute revenue, Anta has successfully become the leader of domestic sporting goods brands
In 213, Anta took active measures to promote the recovery of the industry. Anta launched a "retail-oriented" business model transformation within the company, starting from the aspects of retail culture construction, management efficiency improvement, flexible supply chain, effective inventory control and channel optimization, and carried out all-round transformation and upgrading of the enterprise.
On the other hand, we will innovate independently in several fields such as brands, products and new businesses, strengthen the professional image of brands, enhance the differentiation of brands and products, and promote the development of the company in high-potential markets through FILA and Anta children's sporting goods series.
NBA official marketing partners and NBA licensees. This cooperation is the first time that NBA authorized China Sporting Goods Company to use co-branded products. Anta will launch a full range of Anta -NBA co-branded sports shoes and accessories with team and league logos, which will be sold in more than 2, Anta stores in some stores across the country, as well as e-commerce platforms such as Anta official mall, Anta Tmall flagship store and Anta JD.COM flagship store.
On June 19th, 216, during the 3th Olympic Day long-distance running, Anta released intelligent running shoes, which mainly monitored the running posture in all directions, and could scientifically test the foot turnover, landing mode, stress, flying height, stride length, landing time, PK step frequency and so on. At the same time, Anta also launched an app that is compatible with smart running shoes-Ant A Running Time.
It aims to provide more professional and intelligent running equipment for runners, and formally launch the smart running shoes market. This is the first time that Anta has released a smart product. For Anta, the core running shoes integrating hardware, services, social communication and e-commerce are not only a product, but also an important measure for Anta to deploy smart wearable devices and seize the data portal of the mobile Internet.
In 216, Anta released the Brazilian Olympic Dragon Dress
On June 29th, 216, the "Champion Dragon Dress", which was carefully designed and built by Anta and symbolized the highest glory of China sports, was unveiled at the Beijing Water Cube. This Olympic Dragon Dress skillfully combined China tradition with modern fashion, making it more in line with the trend. At the same time, Anta launched the Olympic communication with the theme of "Breaking", hoping to inspire a new generation of China Olympic athletes to show the power of China sports to the world at the Rio Olympic Games one month later, which also marks the official launch of Anta's Olympic marketing.
ANTAUNI was launched on March 1, 217.
"ANTAUNI", a personalized product customization service system, can reach consumers when it is officially launched, and is in a leading position in the industry. With the official launch of "ANTAUNI", customization business will enhance consumers' cognition and expectation of < P > products. Consumers will not only pursue functionality, but also have higher requirements for the fashion and personalization of product appearance, which will also push the industry to tap more consumers' needs and realize self-change.
In 217, Anta held the 1th anniversary celebration of listing
The 3-year plan of the 217 thriving public welfare plan was launched.
in December p>217, the first 3-year implementation plan of Anta thriving public welfare program was launched in Mangjing Primary School in Lancang County, Pu 'er. From July 217 to July 22, Anta plans to donate 9 million yuan worth of sports equipment to teenagers in poor rural areas through the China Youth Development Foundation. ? [12]? And bring the new public welfare IP "Ledonghui" into the thriving public welfare plan.
On March 7th, 218, Anta entered the China Professional Football League, announced that it would become a partner and sports equipment sponsor of Zhejiang Greentown Football Club in Hangzhou, and released the brand-new home and away jerseys of Zhejiang Greentown Football Club in 218. This is the first time that Anta has cooperated with a professional football club.
In February p>219, the Anta Sports Consortium said that the offer to acquire Amer Sports was approved by Mexico.
Extended information:
Corporate culture-core values:
Consumer-oriented-adhere to consumer-oriented, understand consumers, gain insight into consumer trends, respond quickly and meet consumers' needs
Focus on being pragmatic-we uphold the truth of "fine, detailed, practical and strict".
innovation and transcendence-we are never afraid of the risk of change, we should anticipate the forward-looking pattern, and create customers' lifelong value with innovation that changes as needed.
respect and tolerance-we adhere to the principle of "respecting differences, being inclusive and appreciating each other" and create an open and inclusive atmosphere. We adhere to the example of contributors and make them get reasonable returns.
Honesty and gratitude-We firmly believe in the principle of honesty and integrity, keep our promises, always be grateful and fulfill our social responsibilities.
Baidu encyclopedia-Anta
Baidu encyclopedia-Anta (China) Co., Ltd.